快节奏时代的敏捷设计：品牌如何打造快速反应力？

Core Concept - The article emphasizes the necessity for brands to adopt agile design thinking to respond quickly to changing market dynamics and consumer trends [1][3][33] Group 1: Agile Design Thinking - Agile design thinking is presented as a transformative approach that integrates real-world cases, strategies, insights, creativity, and technology to facilitate systematic innovation for brands [3][10] - The core principles of agile design thinking include proactive strategic planning, combining divergent and convergent thinking, and building systems rather than executing one-off projects [10][33] Group 2: Flexibility and Adaptability - Brands must learn to be flexible and adaptable, allowing for localization while maintaining their core mission and identity [4][5] - The concept of "one size fits all" is deemed outdated, highlighting the need for brands to adjust strategies based on local market demands and cultural contexts [4][6] Group 3: Importance of Agility - Agility is described as essential for brands, especially as international brands enter Eastern markets and Chinese brands seek to expand globally [7][33] - The agile design system allows brands to maintain consistency while respecting and embracing local cultures [8][27] Group 4: Case Studies - A case study on Coca-Cola's unified marketing campaign during the COVID-19 pandemic illustrates the successful application of agile design thinking, requiring the production of 320 design materials across 11 countries within six weeks [13][16] - Another case study focuses on Coca-Cola's approach to celebrating diverse cultural festivals in Southeast Asia, where a modular design system was created to unify brand messaging while allowing for local adaptations [17][19][22] Group 5: Sustainable Design - The article discusses the development of a unified, agile design system for Coca-Cola's sustainability initiatives, emphasizing the importance of preemptive planning to address complex challenges [28][30] - This system is designed to be applicable across Coca-Cola's 400+ brands, showcasing its scalability and adaptability to various markets [32][34]